Google officially announced in Google Performance Summit 2016, that they are concerned about Mobile First experience.
They count it in micro-moments and for capturing micro-moments which matter they have announced many changes in Adwords and Double Click platform. Google has been publishing loads of data about micro-moments and consumer journey since two years.
If we see their latest Innovations, which they announced in the Google Performance Summit 2016 then we can conclude those in three categories.
Sridhar Ramaswamy, Senior Vice President, Ads, and Commerce explained in Keynote …
“What do text ads look like in the mobile-first world?
Mobile has revolutionized the canvas where ads live. Earlier this year, we removed right-hand side ads on desktop to improve the search experience and make it more consistent across devices. This paved the way for us to introduce the biggest changes to our text ads since AdWords launched fifteen years ago.Optimized for screen sizes of the most popular smartphones, new expanded text ads in AdWords provide more ad space so you can showcase more information about your products and services before the click. Here are the key changes”
They claimed that they did early testing, some advertisers have reported increases in click-through rates of up to 20% compared to current text ads. So they encourage us to start planning for this upgrade before it rolls out later this year.
As every data source says that Native ads receive higher CTR, Even Google had accepted that the CTR of banner ads are decreasing day by day. The survey data also supports that 40% of click on banner ads on mobile happens by mistake. So they are introducing banner ads in native form.
How do display ads look in a mobile-first world?
From sites to apps to videos, mobile has unlocked a universe of new spaces to reach consumers. Responsive ads for display adapt to the diverse content across the more than two million publisher sites and apps on the Google Display Network (GDN).
They also unlock new native inventory so you can engage consumers with ads that match the look and feel of the content they’re browsing. Simply provide headlines, a description, an image, and a URL — and Google will automatically design these beautiful responsive ads.
We’re also extending the reach of GDN remarketing campaigns by giving you access to cross-exchange inventory, which includes more websites and apps around the world. With this inventory, European airline SAS drove about 20% more conversions at a similar CPA for its remarketing campaigns.
Google explained further the importance of local and then describe their innovation on variety of ad format on Google Map
“Mobile is local, bridging digital and physical worlds for marketers.Nearly one-third of all mobile searches are related to location. People’s online and offline worlds are colliding — whether you’re researching restaurant ideas for dinner on Friday night or looking for a store that sells rain boots in your size.”
To help advertisers reach consumers searching for physical business locations, we’re introducing new local search ads across Google.com and Google Maps. Advertisers using location extensions will be able to prominently showcase their business locations when consumers search for things like “shoe store” or “car repair near me.
We’re also investing in more branded, customized experiences for businesses on Google Maps — geared towards helping you increase store visits. First, we’re experimenting with a variety of ad formats on Maps that make it easier for users to find businesses as they navigate the world around them. For example, Maps users may start to see promoted pins for nearby coffee shops, gas stations or lunch spots along their driving route. Local business pages are also getting a brand new look — to encourage consumers to explore your store before they even arrive, we’re adding new features like special offers and the ability to browse product inventory.”
Sridhar Ramaswamy, Senior Vice President, Ads, and Commerce concluded his keynote with the words As consumers live their lives online and blur the lines between online and offline, it’s more important than ever to build your business for mobile. Google’s building for this mobile-first world as well and we’re excited to go on this journey with you.
They have updated the analytics where they tried to bridge the gap of data of a user who switch online and offline while making a purchase decision. Apart from analytics they announced the innovation in mobile bidding, look-alike targeting for search ads, new look, and feel of AdWords etc. I will cover this in next post.
Google AdWords Blog: